TP-LINK, the largest global provider of Wi-Fi networking products has recently announced a new product line of smartphone: Neffos, making an entry to the mobile device market to expand the scope of business.

Released Globally in February, Neffos smartphone’s key concept is to offer a user-friendly design that’s smart and simple. “Our original intention of developing Neffos was about creating a unique digital experience by establishing a seamless connection between people and devices,” said Jeffrey Chao, president of TP-LINK. “We believe a real smartphone could provide a sense of joy of technology for users while at the same time offer a simple lifestyle for them in such era of information explosion, so that for users, the smartphone is not just a tool, but a fashion icon to reflect oneself.”

The release of Neffos also marks TP-LINK’s expansion from fixed equipment (router, smart home system, cloud service) to mobile device. According to the IDC 2015 ranking, TP-LINK’s global market share in Wi-Fi products has reached 42.9 percent, which is 33.42 percent higher than the second place. Its success gives large credit to the company’s consistent consideration of close to life as the core development philosophy through research and development of high-quality products.

With the current accumulation of technology in the telecommunication industry, TP-LINK thrives to make the best of humanized design. The smartphone is a breakthrough for TP-LINK to set up a link with smart devices through standard protocol to create an ideal digital ecosystem for users.

“In the future, we would like to create an intelligent identification ability in different scenes to automatically activate and control relevant devices for users. Via our smartphones, users will have a closer connection with their home devices,” said Chao.